The purpose of this study is to determine the attitude towards advertising
from the perspective of ethnicity. Specifically, it seeks to find out how individuals
from the Javanese, Sundanese and Bataknese communities perceive advertising so
as to understand the implication of ethnicity and culture on the subject matter. A
seven-factor belief model is adopted for model and methodology. As such, it
provides theoretical basis to explain similarities and differences on attitude
towards advertising across the three ethnic groups.